Multimodal Analysis of Online Discourses
Multimodal Analysis of Online Discourses
General Online Research 2012
7 March 2012
Vivien Sommer
Chemnitz University of Technology, Institute for Media
Research
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
What is an Online Discourse?
Identify online discourses as cross media practises of knowledge
Defining online discourses as communicative practices
-
Individual and collective agents
-
Hypertextuality
-
Multimodality
-
Animation and Interactivity
-
De-institutionalization
-
De-centralization
-
De-continuization (ubiquitous, infrequent, unstable publication)
-
Problematic searchability and achivability
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Methodical instrument for multimodal online discourse
analysis
Grounded Theory: A qualitative research method that focuses on
creating conceptual framework through building inductive analysis from
the data. The analytic categories are directly grounded in the data.
Theoretical Sampling: data collection process on the basis of
concepts
Coding: analysis tool to derive and develope concepts from data
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Grounded Theory: continuous interplay of the data
collection and analysis
Open Sampling
Open Coding
Axial
Sampling
Axial
Coding
Vivien Sommer // Chemnitz University of Technology
Selective
Sampling
Selective
Coding
Multimodal Analysis of Online Discourses
Grounded Theory: Coding paradigm
Causal
Conditions
Intervening
Conditions
Vivien Sommer // Chemnitz University of Technology
Phenomena
Action and
Interactional
Strategies
Consequences
Context
Multimodal Analysis of Online Discourses
Social Semiotic Analysis
Metafunctions
Coding
Ideational function: function of constructing representations of the
world
-
What is shown? (topics, events, objects, situations)
Interpersonal function: function of enacting communicative
interactions
- What camera angle resp. what perspective has been chosen and
what relationship is established between audience and scene?
- What perspective is established viz the objects and contexts shown?
Vivien Sommer // Chemnitz University of Technology
e
Multimodal Analysis of Online Discourses
Social Semiotic Analysis
Metafunctions
Coding
Textual function: function of marshalling communicative acts to larger
wholes
- How is attention organized? (highlights, accentuation, contrast,
organization of grounds)
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Social Semiotic Analysis
Axial Coding
Multimodal
Communication
Model
Discourse
Selective
Coding
Design
Production
Vivien Sommer // Chemnitz University of Technology
Distribution
Multimodal Analysis of Online Discourses
Case Study
Discourse on John Demjanjuk and Holocaust related war
crimes
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Case Study - Data
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Case Study - Data
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
Case Study – Open Coding
Voluntariness
Prisoner of
war
Motive
Options
for actions
Trawniki
Crimes
Sobibor
Vivien Sommer // Chemnitz University of Technology
Evidence
Nazi war
criminal
Multimodal Analysis of Online Discourses
Ideational function
Vsem_SOBIBOR_Object
Vsem_SOBIBOR_Situation
Sobibor
V_Sobibor
Interpersonal function
A_Sobibor
Vsem_SOBIBOR_Image section
Vsem_SOBIBOR_ Camera
angle
S_Sobibor
Textual function
V_ Codes for visual communication
A_ Codes for audio communication
S_ Codes for written communication
Vsem_semiotic Codes
Vivien Sommer // Chemnitz University of Technology
Vsem_SOBIBOR_ Enhancement
Vsem_SOBIBOR_Distance
Multimodal Analysis of Online Discourses
Case Study – Axial Coding
Causal Conditions:
- war captivity
- SS-Identity Card as an
evidence
Intervening
Conditions:
- no definitely
historical position
Design: - no visual
material of Sobibor,
little visual historical
material of Demjanjuk
as a Trawniki
Vivien Sommer // Chemnitz University of Technology
Discursive
phenomenon:
Trawniki are guilty/
are not guilty
Action and Interactional
Strategies:
-highlight options for actions
- Question correlation of
voluntariness and war captivity
Production/Distribution:
- Using visual material of other
camps, other war criminals
Consequences:
Nazi war criminal
and his punishment
Context:
- Comparison
with other
Nazi war
criminals
- Visual
Illustration of
Trawnikis
Multimodal Analysis of Online Discourses
Thank You!
Vivien Sommer
[email protected]
Vivien Sommer // Chemnitz University of Technology
Multimodal Analysis of Online Discourses
References
Corbin, J..; Strauss, A. L. ([1990] 2008): Basics of qualitative research.
Techniques and procedures for developing grounded theory. 3. ed. Los
Angeles, Calif.: Sage Publ.
Glaser, B. G.; Strauss, A. L. ([1967] 2008): The discovery of grounded theory.
Strategies for qualitative research. 3. paperback printing. New Brunswick:
Aldine.
Halliday, M. (2004): An Introduction to functional Grammar. Third Edition.
London, New York: Arnold.
Kress, G.; van Leeuwen, T. ([1996 ] 2010): Reading images. The grammar of
visual design. Reprinted. 2. ed. London: Routledge.
Kress, Gunther; van Leeuwen, T. (2001): Multimodal discourse. The modes
and media of contemporary communication. London: Hodder Education.
Vivien Sommer // Chemnitz University of Technology